Divat, közösség, divatközösség: egy brandalapú hálózat és közösség Magyarországon
Fashion/Community: A Brand-Based Network and Community in Hungary

Summary/Abstract: In this study, I examine the culture-shaping and social roles of fashion through the case of the Hungarian clothing brand Süel. I analyse contemporary practices of dress and the fashion world from the position of a participant observer, within an anthropological theoretical and methodological framework. In the present era, attachment to particular fashion brands can generate new trends and cultural phenomena. These developments are driven not only by fan-based communities but also by designers themselves, who devote considerable attention to interaction with their customers and with wider audiences interested in their work. In certain cases, the designer’s personality and creative practice become significant forces of community formation. As a result, the designer cultivates not merely an audience – potentially definable as a group – but a community in which continuous participation plays a central and constitutive role.

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